It’s been an eye-opening month. With the first steps underway at Dcaf Copy, I’ve been diving into a whole new side of writing. The past few weeks have been all about email newsletters and articles promoting products—mostly books. While my feet have only just begun getting wet in this new business, one thing has begun standing out to me: prospective customer information.

Email newsletters and e-blast campaigns are all well and good, and they can certainly help drive sales; nonetheless, I’ve found the most important thing with these is getting to know your audience. Take a look into the demographics of your email list (if available), and sculpt your copy around that knowledge. Consider the products you’re trying to sell, and present them in a way that appeals to the audience. Work in a hook in the natural curiosity of the customer.